Athletic apparel retailer Lululemon has announced the launch of its first ever global brand campaign, This Is Yoga.
The campaign, created in partnership with Virtue Worldwide, will, for the first time, see out-of-home campaign elements appear across Australia.
The brand stated that while this was a move away from its usual approach to branding, it felt the time was right to create a more encompassing campaign.
“While we’re among the best at taking a grassroots approach, we felt it was time to amplify our voice and show the world what we stand for as a brand, especially as our presence expands globally."
In partnership with Virtue, lululemon have created a campaign that uses seven real world stories to inspire and engage with consumers that understand its core principals.
Australian artist CJ Hendry is one of the seven stories featured within the campaign, with others including Olympic gold medalist Kerri Walsh Jennings, rapper and producer P Money and professional surfer Maddie Peterson.
Lululemon will also introduce mini documentaries on owned social channels. The full campaign video can be seen here.